Unlocking Premium Programmatic Inventory by Matt Larson - April 2015 Buyerside Chat
Transcript of Unlocking Premium Programmatic Inventory by Matt Larson - April 2015 Buyerside Chat
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Agenda
1)Overview of Premium ProgrammaticMatt Larson – Director of Programmatic FRWD
2) Sonobi Chris Karl – CSO, Head of Market Development
3) Sonobi Happy Hour
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RTBReal Time Bidding
PMPPrivate
Marketplace (Private
Exchange)
PMDProgrammatic
Direct
Programmatic Inventory Types
Direct Response
Branding
Non-Guaranteed
GuaranteedInventory
Campaign Goal
KPI CPAViewabilityBrand Lift
PremiumNon-Premium
CPA
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Private Marketplace (Private Exchange)
Negotiated Price FloorsSpecific Pubs & NetworksMore Control
Media off open exchangeNo Price Floor100% Dynamic Price
RTB PMP
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Programmatic Direct (Automated Guaranteed)
Dynamic Pricing
Non-Guaranteed Inventory
Less Premium
RTB & PMP
Fixed Pricing
Guaranteed inventory
More Premium
PMD
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Premium Publishers
Priority Inventory
Placement Control
Page level Control
Inventory Guarantees
Rich Media Access
Things to consider
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Publisher Inventory Prioritization
First Priority - Often Direct buy
Second Priority - PMD
Third Priority - PMP
Fourth Priority - RTB
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0
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100100%
32%
11.7% 8.8% 7.0% 5.8%
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Perc
ent
of
uniq
ues
you c
an
reach
If you miss 1st page in session,You miss 68% of uniques!
Session Depth Impact on Unique Reach
Session Page Depth
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“Premium” Publishers
Auto play video page load (and cycle)
3x clicks per sentence of content
NOT
New ad served on each page load
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Placement Control
Premium inventory can give you control over page placement:
• Above the Fold• Unit specificity (size)• Player size (Video)• Environment• Inventory type (in-app v. mobile
web
Less of this More of This
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Page Level ControlControl over which pages you appear within the domain
Home Page Specific Content Verticals
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Inventory GuaranteesI Need 25MM Impressions against my audience segment
RTB PMD• 3MM on ESPN• 2.5MM on Bleacher Report• 3MM on CBS Sports• 1MM Sports Illustrated• 2.5MM Yahoo Sports• 4MM impressions on cnn.com• 500 impressions on ilikeb-ball.com• 75 impressions on sports.com• 9 impressions on
mattssportsblog.com• 87 impression on ilikesports.com• 300K on tacklethyneigbor.com• Remaining on +1,876 more
properties
• 10MM on ESPN• 5MM on Bleacher Report• 5MM on CBS Sports• 2.5MM on Sports
Illustrated• 2.5MM on Yahoo Sports
Planner research determines the best publishers to be: ESPN, Bleacher Report, CBS Sports, Sports Illustrated, Yahoo Sports
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Rich Media Access
Execute rich media units in real time
• Pushdown• Billboard• Film strip• Light box• Mobile interstitial